The Impact of Electronic Service Quality and Logistics Service Quality on Customer Satisfaction: Comparison between Jingdong and Tmall

• Main Authors: ZOU,BIN, 鄒斌
• Other Authors: SU,HUNG-JEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/748cf9

碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 106 === In recent years, the development of e-commerce activities in China has surpassed the U.S. to become the world’s largest online retail market. With the development of the Internet, online shopping has shown a rapid development trend. According to data from the China Academy of Commercial Industry, the overall e-commerce transaction volume in China in 2017 will reach 2.41 trillion yuan, an increase of 17.4%. With the gradual improvement of the e-commerce business industry, it is expected that the scale of e-commerce transactions in China will reach 2.84 trillion yuan in 2018, a year-on-year increase of 17.8%. Online retailing has become a major sales channel and development model for corporate products. However, with the increase in the number of e-commerce companies, the number of users buying pipelines, and the increasingly fierce competition in the industry and products, the ability to own and maintain and even constantly expand a highly satisfied customer base has become an important part of the company’s core competitiveness. So this study is based on the research of the e-commerce environment, including e-retailers and the quality of third-party logistics providers, using questionnaires which targets customers in mainland China who use Tmall and Jingdong shopping and establishes a preliminary model of factors affecting the satisfaction of B2C e-commerce customers. Discuss the influence of satisfaction of electronic service and satisfaction of logistics service on customer satisfaction, and discuss the differences between the two. The expected results of this study can be used by B2C e-commerce operators in China to improve customer satisfaction. This study used online questionnaires to collect data. There were 663 official questionnaires and 643 valid questionnaires. The relevant data was imported into the SPSS software for analysis. The credibility was firstly verified by the reliability and validity analysis, and then the measurement model was built using the AMOS software. Conduct structural model analysis. This research will discuss the customer's satisfaction with B2C e-commerce from the three aspects (e-retailer, logistics service quality and e-service quality)，and compare the difference between Jingdong and Tmall. The results showed that there was a difference between Tmall and Jingdong between logistics service quality and electronic service satisfaction, logistics service quality and electronic service quality, logistics service satisfaction and electronic service satisfaction. The results can provide a direction for e-commerce B2C retailers to increase customer satisfaction, helping them carefully consider e-commerce and logistics services to attract customers and increase sales，consequently adding brand value their competitiveness